Campaign: On time performance

Brand: IndiGo

Company: InterGlobe Enterprises

Agency: Wieden+Kennedy

The Campaign

The new ad campaign of IndiGo Airlines shows how the airline?s crew do their job on time, thereby enabling IndiGo?s patrons to be punctual. The advertisement begins with the chefs of Indigo getting up on time, thereby making the food on time. In the next scene, the air hostesses and pilots are shown dressing up on time and hence the flight also takes off as per schedule which helps the passengers reach their destination on time. Then the tagline runs Go Indigo.

Our Take

In this ad, created by Delhi-based Wieden+Kennedy, IndiGo Airlines highlights the benefits of being on time, while drawing attention to the brand?s own track record of operational efficiency. The execution of the campaign also makes a point that despite operating in the low cost category, IndiGo is stylish.

The campaign?s single-minded focus on the value of being ?on-time? is interesting. IndiGo being the leading ?on-time? carrier for some time now the effort has been to claim the on-time value as the core of the brand, rather than trying to calling itself the best low-cost airline with an impeccable on-time performance. IndiGo?s decision to choose ?on-time performance? as its communication peg stems from the fact that in the last four months, 90% of the airline?s flights have been on time, making IndiGo the leading ?on-time? carrier. The idea is to deliver the promise of an ?on-time airline? in an entertaining manner.

In a bid to position IndiGo as an airline that respects people and their time, the campaign focuses on on-time performance and reinforces IndiGo?s commitment to provide fliers a hassle-free experience at low fares.

Although the campaign reinforces the positive ?on-time? perception that people have about IndiGo, it lacks elements that would enable it to last long in the mind of the people. This is certainly not the first or the last ad on the ?on-time? proposition in the airline industry. Though it does justice to the proposition by repeating it over and over again, it makes the ?on time? proposition extremely transactional.

Ratings

*****